Search results
Results from the WOW.Com Content Network
Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. [ 1 ] [ 2 ] Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace). [ 3 ]
There are three key levels of branding: Corporate brand, umbrella brand, and family brand – Examples include Heinz and Virgin Group.These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties.
Branding (promotional), the distribution of merchandise with a brand name or symbol imprinted; Brand management, the application of marketing techniques to a specific product, product line, or brand; Employer branding, the application of brand management to recruitment marketing and internal brand engagement
Indofood was founded in 1969 as Lambang Insan Makmur, an instant noodles business [citation needed], with its brand Indomie launching in 1972. [1] The company restructured on August 14, 1990, as PT Panganjaya Intikusuma.
Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity.
The Salim Group is Indonesia's biggest conglomerate and refers to companies where the Salim family holds majority ownership. Its assets include Indofood Sukses Makmur, [a] the world's largest instant noodle producer; Indomobil Group, one of Indonesia's largest car manufacturers; Indomaret, Indonesia's largest convenience store chain; and Bogasari, a large flour-milling operation. [1]
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.
A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque. [1] A brand community refers to structured social relationships in which participants share admiration and connection of a brand that they experience through shared rituals, traditions and a sense of responsibility towards other ...